Chronicles of a price shopper

Neil PascaleDENVER – The whole “Men are from Venus, Women are from Mars” concept definitely has its place in retail. That’s my conclusion after a recent dealership visit that was part of our Training Day event. With the help of two industry partners, Powersports Business last week helped orchestrate the one-day training event at Grand Prix Motorsports, a Denver metric dealership that had won the free event.

We’ll share the results of that event to you in an upcoming edition, including some points regarding gender and retailing that all dealerships can take advantage of. One such example is exactly what should be listed on price tags: Obviously the product’s name and its price, but anything else?

Grand Prix’s parts department manager, Chris, pointed out something that struck a chord with me: Shopping, for him, starts and stops with the price. He finds a price and then figures out the best product that fits his budget. So Grand Prix’s point-of-purchase material often includes just the product’s name and its price.

However, one of the trainers on hand, Tucker Rocky’s Jennifer Robison, noted that concentration on price is not typical for consumers. In fact, Robison, a retail environment specialist, said price is often customer consideration No. 3 after fit and the product’s benefits. Notice I didn’t say “features,” something altogether different and less important than benefits.

Will it fit? And what will it do for me? Those are questions that often come up before price, Robison said.

She also noted there’s a huge difference in shopping styles between men and women and I’m thinking what is top of mind when it comes to retail purchases is one of them. Even as I put myself in the same “price-shopping” camp as Chris, I certainly believe that benefits should have a place alongside price in point-of-purchase material.

Of course that could be the whole Venus perspective

One comment

  1. I agree with just the price and name but I would include size too.
    A “Sales Tag” should be just enough information for those that are knowledgeable of their needs to make a selection.
    Those that are new to the type of product should see just enough information to create a need to speak with a sales person.
    I do not put prices on our major units. I want my sales consultants available and willing to assist prospects seeking out the ride that best suits their needs.
    This makes them consultants, not salespeople.

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